Connect with Clients Through Storytelling: A Broker’s Guide

How to Amp Your Real Estate Marketing Skills and Convince a Client by Storytelling

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Most people say that the good storytellers are the ones who let their messages across through a successful delivery regardless of any type of audience. Storytelling nowadays is more than just the process of sharing what you know for additional knowledge and for entertainment, but it’s also used to convince people to side with you or take your offer. Marketing has taken advantage of this by using storytelling to convince potential customers. If you’re a real estate broker, here’s how you can apply the concept of storytelling in your marketing campaigns. 

1. Make your ideas relatable.

Every company has its own set of business processes, which mostly contain of ideas. Though most of them are best delivered technically, there are those that require more than that. This is where storytelling comes in. An idea is best understood when the audience gets to relate with it. Storytelling then uses common scenarios where anyone can relate with and are still applicable in the business setting.

2. Use powerful imagery.

Clients will remember ideas and concepts easily if they can associate them with powerful imagery. How? When describing a concept, be as detailed as you can be. In storytelling, your use of words must be very descriptive. This means, it makes your listener or reader tap into their creative imagination. When they imagine, they create a visual representation of what you’re talking about in their minds making the ideas easier to understand. 

3. Provide testimonies of former clients.

Give examples of touching testimonies, for example, about a particular product or service. Do you know any previous client who went through a tough situation just to close a deal? Share it with your potential clients now. Testimonials are a powerful tool to convince your buyer that what you offer to them is exactly what they are going to get. They mostly appeal to the emotions. Although oftentimes clients won’t close a deal based on what they feel, but a certain percentage of their decision will be based on their intuition. Intuition is basically that part where facts and practical reasoning fail to support. 

4. Keep it simple.

This is the core of storytelling – it doesn’t use highfalutin words or complex ideas. Instead, it uses ideas that everyone can relate with. It uses words that everybody uses. Oftentimes, when a certain concept is foreign to a reader or a listener, the common response is boredom. They will start to become disinterested until they are no longer following you through. If you want to hook your client, you have to make sure you got his/her interest from the beginning until the end. 

5. Give your audience something to look forward to.

A good storytelling aims to keep a client as engaged as possible. Once you’re able to deliver your story by following the pointers mentioned above, you can then establish a connection with them – your business rapport. In other words, you need to deliver them with high-quality content supported by engaging ideas that will make them contemplate what you shared. Another way to tackle this is by answering this question – how can your client benefit from it holistically?

6. Tap their passion to lead to action.

When you use storytelling to tap into your clients’ passion, it will create a deeper impact that will lead to a certain action – earning their trust. Storytelling will help convince your customers that you understand them, you have their best interests in mind, and they can rely on you to deliver what they expect in terms of satisfying customer service and an excellent product. It positions you from a business partner to a friend whom they can casually talk with and learn from. 


Storytelling in the real estate marketing industry is a creative approach that you can utilize to promote your product offers differently. It goes against the mainstream of varying marketing trends and channels that make it difficult for consumers to focus on one single product. When you craft your own story to tell, always start by asking yourself why they need to hear it. The “why” question will answer all the other WH-questions, which will be the gist of your entire content. 


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